Using Competitors for Keyword Research
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This document discusses using competitors' websites for keyword research ideas. It recommends crawling a competitor's site to analyze titles, headings, URLs, meta keywords and descriptions, and viral or top-performing posts to find keywords they are targeting. It also suggests analyzing a competitor's backlinks, paid search campaigns, and organic search rankings to gather additional keyword ideas. The document emphasizes that keyword research is an ongoing process and competitors can serve as a source of new keyword opportunities to optimize one's own site.
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Using Competitors for Keyword Research
- 1. Using Competitors for Keyword Research Matt Siltala, President matt@avalaunchmedia.com @Matt_Siltala
- 2. SEO IS DEAD …. RIGHT? @Matt_Siltala
- 3. Clever Graphic showing terms like: SEO, Link Building Keyword Research, PPC, Press, Infographics all Inside a grave (like they are dead) or being put In a grave….. Have the graphic showing keyword research the one Being thrown into the grave with all the other Stuff already in there @Matt_Siltala
- 5. Clever Graphic – now this clever graphic lets show A re-birth somehow of all those terms . Or coming from The grave with wings or something??? Use your creativity POINT BEING? SEO is not dead and all this other stuff Is not dead and it is why we need to keep doing this stuff @Matt_Siltala
- 6. Buying or Browsing? @Matt_Siltala
- 7. Do you know the difference? @Matt_Siltala
- 8. raphic showing: some kind of spying graphic (no need to include all th Text … I am just having it here to give context to help you) You know how you always see your competitors doing amazing things? You always see them showing up on major sites? What kind of a strategy do they have? What keywords are they focusing on for their viral campaigns? For the content marketing strategies? For their site? @Matt_Siltala
- 10. @Matt_Siltala
- 11. Crawl a competitor’s site Analyze the basics: • Titles • Headings • URLs • Meta Keywords and Descriptions • Virals on blog, topic and internal links @Matt_Siltala
- 12. ONE RULE: Make Sure The Site Is Strong @Matt_Siltala
- 13. Title Use the “Page Titles” report for this one @Matt_Siltala
- 14. Headlines Used the “H1” report for this one @Matt_Siltala
- 15. Headlines Also great for harvesting content ideas @Matt_Siltala
- 16. Headlines @Matt_Siltala
- 17. URLs Use the “Internal” report for this one @Matt_Siltala
- 18. Meta Keywords @Matt_Siltala
- 19. Meta Descriptions @Matt_Siltala
- 20. Graphic showing: guy or girl thinking to themselves (maybe on a Computer looking at a infographic) When I see “X” graphic … I think to myself What was the motive behind this graphic. What keywords are they trying to improve What are they trying to sell? What was the point? @Matt_Siltala
- 21. Find Virals or Social Campaigns Filter the report on common locations: TIP: • Blog Look at these • Infographic posts to see what keywords • Video they are • “Top X” type posts linking and where! @Matt_Siltala
- 22. @Matt_Siltala
- 23. Other Things To Pay Attention To @Matt_Siltala
- 24. ONE MORE GRAPHIC – some kind of fun graphic showing A visualization of the idea below: You know, the other thing that would be a good idea for finding out what they are promoting is to make sure you keep an eye on their twitter feed, facebook page, etc. I don't have any tools offhand for doing this besides of course the big ones, but it's another thing companies should be doing. Watch their twitter/facebook and see what they promote. @Matt_Siltala
- 25. @Matt_Siltala
- 26. @Matt_Siltala
- 27. @Matt_Siltala
- 28. 25% of all queries are brand new @Matt_Siltala
- 29. @Matt_Siltala
- 30. Keyword Research Never Ends @Matt_Siltala
- 31. One Idea @Matt_Siltala
- 32. Backlink Analysis • Run competitor through a backlink analysis tool like OpenSiteExplorer.org • Analyze external and internal link anchor text @Matt_Siltala
- 33. Anchor Text Report OSE @Matt_Siltala
- 34. Export and Analyze @Matt_Siltala
- 35. Filter Ideas Use Excel to filter links by • Branded Anchors • Themes “Car Insurance,” “home insurance,” etc Watch for variations • Target URL @Matt_Siltala
- 36. SpyFu • Learn more about the competitors PPC activities • Not a perfect tool, but can give you keyword ideas @Matt_Siltala
- 37. Ad History Report - SpyFu @Matt_Siltala
- 38. SEMRush Run competitor through SEMrush tools • Organic Research > Positions • Keyword Research > Overview @Matt_Siltala
- 39. Keyword Research - SEMRush @Matt_Siltala
- 40. What’s Next? • After compiling all keyword ideas • Run through Adwords or another keyword volume tool • Prioritize based on relevancy and search volume • Optimize own site around new terms! @Matt_Siltala
- 41. @Matt_Siltala
- 42. @Matt_Siltala
- 43. @Matt_Siltala
- 44. @Matt_Siltala
- 45. @Matt_Siltala
- 46. Clever Graphic showing CONFIDENCE … Confidence in your ability to research out the best Keywords in your industry … Maybe someone holding up the term KEYWORDS over Their shoulders like a trophy or something @Matt_Siltala
- 47. Takeaways • Screaming Frog is amazing for KW research • Use Social Too • SpyFu can help with spying on competition • SEMRush is another bonus KW research tool @Matt_Siltala
- 48. @Matt_Siltala
- 49. Where You Can Find This Presentation: http://www.slideshare.net/MattSiltala @Matt_Siltala
- 50. Thank You! Matt Siltala, President matt@avalaunchmedia.com @Matt_Siltala
Editor's Notes
- Clever Graphic showing terms like: SEO, Link BuildingKeyword Research, PPC, Press, Infographics all Inside a grave (like they are dead) or being putIn a grave…..Have the graphic showing keyword research the oneBeing thrown into the grave with all the other Stuff already in there
- POINT BEING? SEO is not dead and all this other stuff ….Is not dead and it is why we need to keep doing this stuff – we just need to be doing it right.
- You know how you always see your competitors doing amazing things? … You always see them showing up on major sites?What kind of a strategy do they have? What keywords are they focusing on for their viral campaigns?For the content marketing strategies?For their site?
- Here is the meat
- The key in all of this is to try and figure out if the competitor is doing the basics, then spy on those basics to see what information you can figure out as far as keyword targeting goes.
- Make sure the site you are analyzing is strong … make sure that when using screaming frog for this kind of keyword research that you have done your homework.
- The key on titles is to look for variations of the phrases. For example, the last highlighted title indicates that Allstate is targeting “home insurance claims,” “condo insurance claims,” and “apartment insurance claims.” All of these should be considered if they are relevant keywords for the client.Used the “Page Titles” report in Screaming Frog for this one.
- Same idea here as with titles, look for straight forward but also variation/combo phrases for keyword ideas. “rental home insurance for owners” as well as “rental home insurance for guests” and just plain old “rental home insurance”Used the “H1” report in Screaming Frog for this one.
- Same idea here as with titles, look for straight forward but also variation/combo phrases for keyword ideas. “rental home insurance for owners” as well as “rental home insurance for guests” and just plain old “rental home insurance”Used the “H1” report in Screaming Frog for this one.
- Same idea here as with titles, look for straight forward but also variation/combo phrases for keyword ideas. “rental home insurance for owners” as well as “rental home insurance for guests” and just plain old “rental home insurance”Used the “H1” report in Screaming Frog for this one.
- URLs are another place that the main keyword phrase for a page will often be found. If you use the “Internal” report in Screaming Frog for this one, you can put the URL and Title side by side (click and drag the column heading) and see the correlation between the two.
- Though not used as much by most SEOs, some sites still use the meta keywords tag or at least have left them live and never taken them down. Another great place to at least get keyword ideas if the information is there.
- Graphic showing: guy or girl thinking to themselves (maybe on a ….. Computer looking at a infographic)When I see “X” graphic … I think to myselfWhat was the motive behind this graphic.What keywords are they trying to improve …. What are they trying to sell?What was the point?
- In my opinion the key for this one is to look at the topics they’re doing graphics or other virals on, but also to look over those posts and see what they’re linking back to. If they’re doing it right they’re going to use these virals to juice what’s important to them. Sorry, Allstate is a bad example because in these examples the contextual link is just to their “contact an agent” page.
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- You know, the other thing that would be a good idea for finding out what they are promoting is to make sure you keep an eye on their twitter feed, facebook page, etc.it's another thing companies should be doing. Watch their twitter/facebook and see what they promote.
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- Personally I prefer to export the list and sort it by the “Links Containing This Anchor Text” since in the end I’d rather see the total links instead of just linking root domains.
- The key in analyzing anchors is to look for variations in the anchors. Also, when you export things to CSV you get more data than what shows on the screen. You can see the target URL and then filter Excel based on the target URL to get an idea of the different anchors that are being used for the important pages.
- You can only get 10 keyword ideas with a free account, have to subscribe to get the full value out of this one.
- Similar to SpyFu, just another way to spy a bit on what a competitor is doing. And like SpyFu, you Need to pay to get full access to it.
- Traditionally, SEO and PPC professionals choose keywords based on two metrics: search volume and competition. However the real questions you need to answer are:- How many conversions is this keyword likely to generate?- How much additional revenue will that contribute to my business?- If I pay for this traffic, what will my ROI be?Levers aggregates traffic estimates with your site's unique conversion data to help you focus on profitable keywords, not just keywords with high-search volume. It's just smarter and more reliable. :)
- you will find 2 screenshots that I took of the software that demonstrate its local keyword competitive analysis capabilities. The software can return up to 120 data points for each local result that ranks for the inputted keyword / location, so I tried to narrow it down to the columns that relate specifically to the local keyword research side of things. My customers typically use this data to gauge the
- “Places Scout’s local keyword analysis tool provides a wealth of strategic intelligence data for businesses that appear in Google searches, making it easy to measure and analyze the competitive landscape for any local keyword market.”
- “Places Scout’s local keyword analysis tool provides a wealth of strategic intelligence data for businesses that appear in Google searches, making it easy to measure and analyze the competitive landscape for any local keyword market.”
- Clever Graphic showing CONFIDENCE … Confidence in your ability to research out the bestKeywords in your industry … Maybe someone holding up the term KEYWORDS over Their shoulders like a trophy or something